Old Spice Announced as Official Sponsor for Overwatch Contenders NA

The North American division ofOverwatch Contenders, a developmental competition for the Overwatch League, will feature male grooming brand Old Spice as a sponsor for its first year.

Alongside a history of activations within the general video gaming market, Old Spice has already been active in the esports space.

Announced via Twitter, little else is known about the Overwatch Contenders partnership at this stage, or whether more sponsors are planned for NA or other regions. Alongside a history of activations within the general video gaming market, Old Spice has already been active in the esports space. The brand has been a sponsor of the Rocket LeagueChampionship Series since March 2017, and even ran its own Overwatch tournament in Brazil that same month.

Overwatch Contenders is currently in the midst of its regular season play, with the Contenders Trials—a promotion/relegation tournament—having concluded on Mar. 4, 2018. Featuring a mix of teams run by Overwatch League franchises and newcomers, the semi-pro/scout league is split into seven regions, with Blizzard having unified various regional competitions for their esport, including Overwatch APEX and the Overwatch Premier Series.

It’s rare to see a tier-two esports competitions given the support of a sponsor, but Blizzard Entertainment’s commitment to talent scouting might help raise the brand value of lesser leagues. The North American Academy competition for Leagueof Legends, which could be considered the biggest developmental league next to Overwatch Contenders, does not share any of the sponsors of its parent league. One notable exception is the Mountain Dew League—an ESEA run-competition that awards a spot in the ESL Pro League.

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